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For a more detailed analysis of the brand identity, such as persona's
Brand strategy summary
Brandhub
LICHTNL
A Brand Hub is the ideal place to discover check up on the look and feel of your brand. It is a combination of the traditional brand book with the advantages of being an online platform. The hub contains your brand guidelines both in text and image, along with all the downloadable assets that you might need to maintain a consistent look across all channels, all conveniently in one place. And if ever your brand needs a change or an expansion, there is no need to waste precious paper printing a new book, your updated brand will always be right here.
Brand strategy summary
↓
LICHTNL
A Brand Hub is the ideal place to discover check up on the look and feel of your brand. It is a combination of the traditional brand book with the advantages of being an online platform. The hub contains your brand guidelines both in text and image, along with all the downloadable assets that you might need to maintain a consistent look across all channels, all conveniently in one place. And if ever your brand needs a change or an expansion, there is no need to waste precious paper printing a new book, your updated brand will always be right here.
Core values
The Positioning Statement
Core Archetype
The innocent is a positive personality with an optimistic outlook on life. They crave safety but ultimately, they want themselves and everyone else to be happy. They are honest and pure and have no ill-will towards anybody. They don’t hold grudges and believe everyone has the divine right to be who they truly are. They see beauty in everyone and have a knack to see inner beauty that others don’t.
The Sage is a seeker of truth, knowledge and wisdom. Their drive comes from the desire to not only understand the world, but to then share that understanding with others. They are life-long learners and enjoy expressing their knowledge with philosophical conversations. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than change the world with it themselves.
The explorer has a palpable inner drive to push themselves outside their comfort and conformity of everyday life; into the rugged environment they feel at home in. They are brave, adventurous and love a challenge. The challenges are more about understanding themselves more than proving to others and they are on an everlasting journey of discovery.
The Outlaw has a desire for revolution partly to change the world for the better and partly for the anarchy involved. They have a disdain for rules, regulation and conformity that would remove any form of their freedom of choice (or anyone else’s). They are good at the core but anger is part of their motivation, which can become the dominant force. Without a fight, they are lost.
The Magician strives to make dreams come true through somewhat mystical ways. They have the ability to take people on a journey of transformation through the experience of a magical moment. They believe that we are limited only by imagination and defy the common belief of the laws of reality to lead us to a better future. Magicians have a thirst for knowledge though they don’t willingly share it, rather they use it to show their vision.
The Hero’s main motivation is to prove their worth through courage and determination. They work hard in order to have the skills they deem requirements and take pride that their work rate sets them apart from the rest. They need to meet challenges head-on and carry defeats or failures until they are corrected. The Hero wants to save the day to prove their worth to themselves but also so the world knows of their ability.
The lover desires to be desired. The experience of Intimacy, closeness and sensual pleasure are what the lover seeks and will use the means they have to achieve it. They are motivated to become more physically and emotionally appealing to increase their capacity to attract others. They fear being unnoticed, unloved and unwanted and because their passionate desires cloud their judgement, they can easily be misled. Even when Lovers achieve all their desires, they are still fearful of loss.
The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them. They are optimists and can’t be kept down long due to their ability to see the good in every situation. Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
The Everyman above all wants simply to belong. They tend to blend into society as ‘everybody” and don’t like to stand out in the crowd. They’re friendly and easy to talk without being overly funny or overly rude or overly loud. They lend their trust easily though they fear being rejected. They are relatively positive and strive to fit into the group. They tend to have a liking for most things without being overly passionate about one. The Everyman can be quite liked but can also be easily forgotten.
The Caregiver is a selfless personality who is driven by the desire to protect and care for others, especially those in need. They are often maternity figures and take those who are in need of care, under their wing until they are stronger to take care of themselves. This personality is personified perfectly by the nursing profession and though they like their effort to be recognised don’t like being patronised. Caregivers are not just reactive, they are also preventative and tend to be in and around an event of harm, before or after.
The Ruler desires control above all else and is a dominant personality. They are authoritative in their communication and in their actions and carry a sense of intimidation. Their goal is for prosperity and success and for that prosperity to trickle down to those that are loyal to his rule. They are confident, responsible and in control of their lives and expect the same from others. Rulers see themselves at the top of the food chain and aggressively defend that position.
The Creator has a desire to create something new and exceptional, that wasn’t previously there, and has enduring value. They need to express themselves with their individual talent and strive to bring their vision to life through that expression. Creators believe that if you imagine it, it can be created but are often stifled by their own desire for perfection.
Influencer Archetype
The innocent is a positive personality with an optimistic outlook on life. They crave safety but ultimately, they want themselves and everyone else to be happy. They are honest and pure and have no ill-will towards anybody. They don’t hold grudges and believe everyone has the divine right to be who they truly are. They see beauty in everyone and have a knack to see inner beauty that others don’t.
The Sage is a seeker of truth, knowledge and wisdom. Their drive comes from the desire to not only understand the world, but to then share that understanding with others. They are life-long learners and enjoy expressing their knowledge with philosophical conversations. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than change the world with it themselves.
The explorer has a palpable inner drive to push themselves outside their comfort and conformity of everyday life; into the rugged environment they feel at home in. They are brave, adventurous and love a challenge. The challenges are more about understanding themselves more than proving to others and they are on an everlasting journey of discovery.
The Outlaw has a desire for revolution partly to change the world for the better and partly for the anarchy involved. They have a disdain for rules, regulation and conformity that would remove any form of their freedom of choice (or anyone else’s). They are good at the core but anger is part of their motivation, which can become the dominant force. Without a fight, they are lost.
The Magician strives to make dreams come true through somewhat mystical ways. They have the ability to take people on a journey of transformation through the experience of a magical moment. They believe that we are limited only by imagination and defy the common belief of the laws of reality to lead us to a better future. Magicians have a thirst for knowledge though they don’t willingly share it, rather they use it to show their vision.
The Hero’s main motivation is to prove their worth through courage and determination. They work hard in order to have the skills they deem requirements and take pride that their work rate sets them apart from the rest.They need to meet challenges head-on and carry defeats or failures until they are corrected.The Hero wants to save the day to prove their worth to themselves but also so the world knows of their ability.
The lover desires to be desired. The experience of Intimacy, closeness and sensual pleasure are what the lover seeks and will use the means they have to achieve it. They are motivated to become more physically and emotionally appealing to increase their capacity to attract others. They fear being unnoticed, unloved and unwanted and because their passionate desires cloud their judgement, they can easily be misled. Even when Lovers achieve all their desires, they are still fearful of loss.
The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them. They are optimists and can’t be kept down long due to their ability to see the good in every situation. Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
The Everyman above all wants simply to belong. They tend to blend into society as ‘everybody” and don’t like to stand out in the crowd. They’re friendly and easy to talk without being overly funny or overly rude or overly loud. They lend their trust easily though they fear being rejected. They are relatively positive and strive to fit into the group. They tend to have a liking for most things without being overly passionate about one. The Everyman can be quite liked but can also be easily forgotten.
The Caregiver is a selfless personality who is driven by the desire to protect and care for others, especially those in need. They are often maternity figures and take those who are in need of care, under their wing until they are stronger to take care of themselves. This personality is personified perfectly by the nursing profession and though they like their effort to be recognised don’t like being patronised. Caregivers are not just reactive, they are also preventative and tend to be in and around an event of harm, before or after.
The Ruler desires control above all else and is a dominant personality. They are authoritative in their communication and in their actions and carry a sense of intimidation. Their goal is for prosperity and success and for that prosperity to trickle down to those that are loyal to his rule. They are confident, responsible and in control of their lives and expect the same from others. Rulers see themselves at the top of the food chain and aggressively defend that position.
The Creator has a desire to create something new and exceptional, that wasn’t previously there, and has enduring value. They need to express themselves with their individual talent and strive to bring their vision to life through that expression. Creators believe that if you imagine it, it can be created but are often stifled by their own desire for perfection.
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30%
30%
30%
Core Archetype
The innocent is a positive personality with an optimistic outlook on life. They crave safety but ultimately, they want themselves and everyone else to be happy. They are honest and pure and have no ill-will towards anybody. They don’t hold grudges and believe everyone has the divine right to be who they truly are. They see beauty in everyone and have a knack to see inner beauty that others don’t.
The Sage is a seeker of truth, knowledge and wisdom. Their drive comes from the desire to not only understand the world, but to then share that understanding with others. They are life-long learners and enjoy expressing their knowledge with philosophical conversations. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than change the world with it themselves.
The explorer has a palpable inner drive to push themselves outside their comfort and conformity of everyday life; into the rugged environment they feel at home in. They are brave, adventurous and love a challenge. The challenges are more about understanding themselves more than proving to others and they are on an everlasting journey of discovery.
The Outlaw has a desire for revolution partly to change the world for the better and partly for the anarchy involved. They have a disdain for rules, regulation and conformity that would remove any form of their freedom of choice (or anyone else’s). They are good at the core but anger is part of their motivation, which can become the dominant force. Without a fight, they are lost.
The Magician strives to make dreams come true through somewhat mystical ways. They have the ability to take people on a journey of transformation through the experience of a magical moment. They believe that we are limited only by imagination and defy the common belief of the laws of reality to lead us to a better future. Magicians have a thirst for knowledge though they don’t willingly share it, rather they use it to show their vision.
The Hero’s main motivation is to prove their worth through courage and determination. They work hard in order to have the skills they deem requirements and take pride that their work rate sets them apart from the rest. They need to meet challenges head-on and carry defeats or failures until they are corrected. The Hero wants to save the day to prove their worth to themselves but also so the world knows of their ability.
The lover desires to be desired. The experience of Intimacy, closeness and sensual pleasure are what the lover seeks and will use the means they have to achieve it. They are motivated to become more physically and emotionally appealing to increase their capacity to attract others. They fear being unnoticed, unloved and unwanted and because their passionate desires cloud their judgement, they can easily be misled. Even when Lovers achieve all their desires, they are still fearful of loss.
The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them. They are optimists and can’t be kept down long due to their ability to see the good in every situation. Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
The Everyman above all wants simply to belong. They tend to blend into society as ‘everybody” and don’t like to stand out in the crowd. They’re friendly and easy to talk without being overly funny or overly rude or overly loud. They lend their trust easily though they fear being rejected. They are relatively positive and strive to fit into the group. They tend to have a liking for most things without being overly passionate about one. The Everyman can be quite liked but can also be easily forgotten.
The Caregiver is a selfless personality who is driven by the desire to protect and care for others, especially those in need. They are often maternity figures and take those who are in need of care, under their wing until they are stronger to take care of themselves. This personality is personified perfectly by the nursing profession and though they like their effort to be recognised don’t like being patronised. Caregivers are not just reactive, they are also preventative and tend to be in and around an event of harm, before or after.
The Ruler desires control above all else and is a dominant personality. They are authoritative in their communication and in their actions and carry a sense of intimidation. Their goal is for prosperity and success and for that prosperity to trickle down to those that are loyal to his rule. They are confident, responsible and in control of their lives and expect the same from others. Rulers see themselves at the top of the food chain and aggressively defend that position.
The Creator has a desire to create something new and exceptional, that wasn’t previously there, and has enduring value. They need to express themselves with their individual talent and strive to bring their vision to life through that expression. Creators believe that if you imagine it, it can be created but are often stifled by their own desire for perfection.
Influencer Archetype
The innocent is a positive personality with an optimistic outlook on life. They crave safety but ultimately, they want themselves and everyone else to be happy. They are honest and pure and have no ill-will towards anybody. They don’t hold grudges and believe everyone has the divine right to be who they truly are. They see beauty in everyone and have a knack to see inner beauty that others don’t.
The Sage is a seeker of truth, knowledge and wisdom. Their drive comes from the desire to not only understand the world, but to then share that understanding with others. They are life-long learners and enjoy expressing their knowledge with philosophical conversations. They are more likely to pass on their wisdom to someone who can use it to change the world, rather than change the world with it themselves.
The explorer has a palpable inner drive to push themselves outside their comfort and conformity of everyday life; into the rugged environment they feel at home in. They are brave, adventurous and love a challenge. The challenges are more about understanding themselves more than proving to others and they are on an everlasting journey of discovery.
The Outlaw has a desire for revolution partly to change the world for the better and partly for the anarchy involved. They have a disdain for rules, regulation and conformity that would remove any form of their freedom of choice (or anyone else’s). They are good at the core but anger is part of their motivation, which can become the dominant force. Without a fight, they are lost.
The Magician strives to make dreams come true through somewhat mystical ways. They have the ability to take people on a journey of transformation through the experience of a magical moment. They believe that we are limited only by imagination and defy the common belief of the laws of reality to lead us to a better future. Magicians have a thirst for knowledge though they don’t willingly share it, rather they use it to show their vision.
The Hero’s main motivation is to prove their worth through courage and determination. They work hard in order to have the skills they deem requirements and take pride that their work rate sets them apart from the rest.They need to meet challenges head-on and carry defeats or failures until they are corrected.The Hero wants to save the day to prove their worth to themselves but also so the world knows of their ability.
The lover desires to be desired. The experience of Intimacy, closeness and sensual pleasure are what the lover seeks and will use the means they have to achieve it. They are motivated to become more physically and emotionally appealing to increase their capacity to attract others. They fear being unnoticed, unloved and unwanted and because their passionate desires cloud their judgement, they can easily be misled. Even when Lovers achieve all their desires, they are still fearful of loss.
The Jester is all about having fun and living life in the moment. They not only love having fun themselves, they see it as their duty to be a ray of sunshine in everyone’s life around them. They are optimists and can’t be kept down long due to their ability to see the good in every situation. Jesters are young at heart and continue their child-like nature long after their friends have grown up and become serious.
The Everyman above all wants simply to belong. They tend to blend into society as ‘everybody” and don’t like to stand out in the crowd. They’re friendly and easy to talk without being overly funny or overly rude or overly loud. They lend their trust easily though they fear being rejected. They are relatively positive and strive to fit into the group. They tend to have a liking for most things without being overly passionate about one. The Everyman can be quite liked but can also be easily forgotten.
The Caregiver is a selfless personality who is driven by the desire to protect and care for others, especially those in need. They are often maternity figures and take those who are in need of care, under their wing until they are stronger to take care of themselves. This personality is personified perfectly by the nursing profession and though they like their effort to be recognised don’t like being patronised. Caregivers are not just reactive, they are also preventative and tend to be in and around an event of harm, before or after.
The Ruler desires control above all else and is a dominant personality. They are authoritative in their communication and in their actions and carry a sense of intimidation. Their goal is for prosperity and success and for that prosperity to trickle down to those that are loyal to his rule. They are confident, responsible and in control of their lives and expect the same from others. Rulers see themselves at the top of the food chain and aggressively defend that position.
The Creator has a desire to create something new and exceptional, that wasn’t previously there, and has enduring value. They need to express themselves with their individual talent and strive to bring their vision to life through that expression. Creators believe that if you imagine it, it can be created but are often stifled by their own desire for perfection.
Brand Fundamentals
The key elements of a brand's visual identity
Brand Components
All the elements that make up your brand's visual identity
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